How to Train Your Branding

In a bid to sell more toys and clothing derived from its animated characters, DreamWorks Animation SKG Inc. has hired veteran branding executive Michael Francis as its first chief global brand officer.

Mr. Francis, formerly chief marketing officer of Target Corp., joins DreamWorks as the animation company is set to make what it says are significant consumer-products pushes on established animated franchises and releases planned for next year. Although the studio won't specify how much it is spending, DreamWorks also is...